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Explain the impact of digitally convergent media platforms on video game production, distribution and consumption.Refer to Minecraft in your Answer.Traditionally, video games are usually marketed by using adverting such as print adverts, social media, TV adverts, outdoor advertising (such as billboards), publicity interviews, Publicity stunts, magazines, and most recently YouTube videos. However, best-selling game, Minecraft, didn’t have to use many advertising techniques to increase their popularity, as the word of mouth by gamers, and YouTube gamers promoted the game so much, Minecraft didn’t need to advertise.So what is Minecraft? Minecraft is a best-selling video game originally created by Markus Persson, who is more commonly known as Notch. Who is a Swedish game developer. Notch originally released the game in 2009, however later on the game was developed by Minecraft, which was then released in 2011. Due to its success, Microsoft brought the company in 2014. From this success of Microsoft, Minecraft expanded to Penny Arcade Web comics then to being produced on Java. Since then, different versions of Minecraft were released to entice different audiences, moving away from creation only narratives to include story modes, spectator modes and multi-player functionality across Minecraft realms. By January 2011. The BETA version of the game had passed over 1 million purchases in just a month. And by April 2011 Persson estimated that US $33 million of revenue had been made. As simple Java game had become a globally successful phenomenon across all consoles, which is not only PC gamers but those who own hand held devices. And more recently Nintendo devices all of which open new markets of profitability and increased exposure to new and existing audiences. Due to the original nature of the game users usually logged in to play Minecraft and didn’t need a physical copy of the game. When XBOX and PlayStation versions were created, as there was often a chance to offer digital versions of the same game across home computers, which is a form of synergy. Users were often encouraged to download the game through the cloud servers rather than the physical copy of the game, as it would increase more costs for the company. The pattern of Minecraft showed that the physical copies are often released 6 months after the downloadable version as it is a method to limit the impact of privacy, hacking and file sharing. As well as this the fact that at first Minecraft was only distributed online. Meant that it saved costs. Digitally convergent media platforms have a significant impact on the distribution of Minecraft and its promotion to its audience, which allows it to maximise its profits. Minecraft had tapped into the potential of the audience to ensure that the audience were engaged in its development. Minecraft allowed it’s users to create new-in-game content via BETA testing processes, including sharable, downloadable game modifications. Which are more commonly known as MODS and producing texture and resource pack- such as game development at the level of exchange is made possible by a cloud based platform. However, in more recent years there have been more improved ways to prevent and stop this, but when Minecraft was first released, the biggest threat for Minecraft is piracy leaked content that is playable across a number of platforms, this is why the hard copy of Minecraft is released usually 6 months later. As mentioned previously. Even though, video gamers are comparable to film fans in that they are willing to pay for game content, but they will also share game content for free. A large reason for Minecraft’s success and reasoning why they didn’t lose a large amount of profit at the beginning of their popularity, was the fact that the promotion of Minecraft was mainly due to word of mouth. But also, audiences such as gamers, were sharing their own MODS and game footage across web forums and video sharing sites such as YouTube. Notch explained in an interview that because of this, Minecraft’s company didn’t have to spend a single penny on advertising. However, in more recent years, Minecraft have made advertisements, promoting the game and their merchandise, such as Lego and clothing. As Minecraft’s popularity was increasing rapidly. Minecraft began to release different versions of the game, which moved away from creation only narrative to include story modes, spectator modes, educational mode and multiplayer functionality across Minecraft realms. Furthermore, as Markus Persson has no longer got a stake in the company, he plans to work on a virtual reality version of Minecraft. As virtual reality, has become popular over recent years, Minecraft will appeal to a large variety of audiences.Minecraft have also been commended for their fandom participatory culture. As the game have brought people together to create a more positive community. As the video games offer social experiences, due to the online multiplayer options, as well as communities outside the core game experience. Which Henry Jenkins stated that ‘it is an intense emotional investment in a media text where you engage with other ‘fans’. Regarded collectively as a community or subculture’. Harry Jenkins also explained that there has ‘been a blurring between the grassroots practices I call participatory culture, which is a term developed by Harry Jenkins to describe contemporary cultures where members of a society do not only consume media content but also create and distribute it. The commercial practices being called web 2.0’ as the fandom are being used an effective marketing technique. As Minecraft has a strong well developed fan base. ................
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